Study On Cultural Differences Of Chinese And Western Horse Sports From The Perspective Of Semiology And Communication Strategies

Since ancient times,China has been a big country in horse industry.Chinese horse racing has a very long history.As an important part of horse culture,horse sports culture has a deep traditional culture.After entering the modern society,western horse sports entered China and brought modern equestrian sports to China.In recent years,many large-scale standard equestrian clubs have been established in various regions.As of the end of August last year,the country’s normal equestrian club has reached more than two thousand.The domestic horse sport has developed rapidly,but most people’s perceptions of the horse sports are still in the luxury,high-end,and expensive,which is not conducive to the development of national equestrianism.Therefore,domestic media engaged in horse sport reports need to find problems in communication and find a communication strategy suitable for the current.The author takes the differences between Chinese and western horse sports culture as the research object,uses the bibliographic data method,the comparative analysis method,the participatory observation method and uses the semiotician Pierce’s symbolic "three-points" theory as a guide.The sports culture is divided into four levels:material,system,behavior,and spiritual,and summarize the symbolic meaning of the "Horse Sports" symbol in Chinese and Western Cognition.The specific analysis is made,and the reasons for the differences between Chinese and Western horse sports culture are explored from three aspects: social environment,ideological basis and values.The study found that the symbolic meaning of the "Horse sports" symbol in China and the people’s traditional cognition hindered the development of the horse sport in the country,so it was proposed that the content of future reports should be professionally diversified and the public misunderstanding should be relieved;And social education;Profoundly interpret the spirit of horse culture and enhance the identity of horse culture;Symbolize the spread of horse sports culture and promote the national spirit.